Via Makes On-Demand Hyperlocal With Frye SoHo Partnership

The ride sharing app is offering 20 percent off all trips to SoHo — and users who visit Frye’s store in the neighborhood are in for a treat.

By Lauryn ChamberlainMar 14, 2016 11:54AM

On-demand ride sharing app Via offers flat rate rides for $7 in Manhattan, but the company is now targeting deals on the hyperlocal level: With its Neighborhood Spotlight Series, all rides to SoHo are now 20 percent off.

As part of the promotion, Via has partnered with leather footwear purveyor The Frye Company. The first 35 “Via-istas” to show up at Frye’s SoHo store on March 14 will receive a $50 Frye gift card.

On-demand partnerships of this variety have sprung up like daisies over the past year, from Uber’s team up with Timberland to Munchery’s effort with Pottery Barn. But Via’s partnership with Frye is one of the first to prioritize hyperlocal: This is a deal based around driving foot traffic and sales not just within New York City, but to one particular brick-and-mortar store in one neighborhood.

This adds a contextually relevant location element that will boost sales at Frye’s SoHo store — in a simple and measurable way — as well as drive downloads and rides for Via.

As Via looks to compete with the likes of Lyft Line and Uber Pool, the Neighborhood Spotlight Series has the potential to increase the company’s visibility with dealseakers — as well as making the ride service a more appealing partner for retailers. With the series set to drive foot traffic to specific neighborhoods on specific days, physical businesses can be sure that they’ve increased the odds of getting customers to (or near) defined store locations.

“We’re kicking [it] off to celebrate the eclectic neighborhoods that make up our amazing city,” Via wrote on its Facebook page, and plenty more ‘hoods will follow in the coming weeks. Local retailers: take note.